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Troy-Bilt: The Moment
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Integrated Troy-Bilt campaign includes TV, digital, mobile, radio, social media and POS advertising, plus SEM and a Shazam-based sweepstakes. It is advertising agency Marcus Thomas, Cleveland’s fifth consecutive for the yard equipment manufacturer. The primary executions are a “branding” and a “product” TV :30. In the branding spot, a split screen connects Troy-Bilt products in use (consumers’ passion) to the same products in design/testing (Troy-Bilt’s). Copy states, “At Troy-Bilt, the dirt on your hands is the reason for the grease on ours.” Similarly, the product :30, featuring the String Trimmer and JumpStart cordless starter, states, “This is the moment... our 18 years in the lab pay off, so you no longer have to mix oil and gas, thanks to our new 4 cycle engine.”
The product :30 is also Shazam enabled, allowing users of the music recognition mobile app (only) to enter an exclusive sweepstakes in which 35 trimmer/starter combo packs will be awarded (ends May 12). The sweepstakes completes two-year trial of Shazam’s leverage in converting multi-screen interaction into active brand consideration (last year’s call-to-action was an original music download). Troy-Bilt, div. MTD Products, Inc., Cleveland, manufactures mid-priced outdoor power equipment including string trimmers, push mowers, tractors, tillers and cultivators. www.troybilt.com Marcus Thomas, LLC, based in Cleveland and Youngstown, Ohio, and Buenos Aires, Argentina, is an integrated marketing communications agency with billings of $130 million from clients including Akron Children’s Hospital, MTD Products, Nestlé, the Ohio Lottery, Sherwin-Williams’ Dutch Boy, Krylon, Purdy, and Pratt & Lambert brands, Swagelok and Tarkett, among others. www.marcusthomasllc.com
Asst. Editor: Drew Stevenson Related |
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